UX Lead for Telefónica Cloud

UX Lead Designer for Telefónica Multicloud projects to Deploy infrastructure, platforms, and software in the cloud for Spain and LATAM.


Telefónica is today one of the largest telecommunications companies in the world in terms of market capitalization and number of customers. According to Forbes, the company is a component of the Euro Stoxx 50 stock market index and the 110th largest company in the world.


In 2019, Telefonica was challenged to deploy its Business division all over LATAM with its multi-cloud services. The project consisted in expand Amazon, Google, and Microsoft Azure clouds, integrated into one standardized B2B digital product.

Figure 1. Some old Multicloud Screens.

As the UX Lead in Telefonica Multicloud, I joined headquarters in Madrid to standardize User Experience Design for Invoicing part of Telefonica Multicloud platform integrating Amazon Cloud, Google Cloud, and Microsoft Azure. I began with Branding Design for Telefónica Multicloud platform. After it, I worked on the Customer Journey and User Interface for screens.

Research & Analysis

Since the users of the interface to be designed and the recipients of the logo were internal clients, the research for Telefónica represents an exciting field of testing between professionals and IT experts. Since the users of the interface to be designed and the recipients of the logo were internal clients, the research for Telefónica represents a compelling field of testing between professionals and IT experts.

Wireframing & Prototyping

With proper planning, we confidently moved into creating the storyboard for an audiovisual product. We decided to focus more on the easiest way to explain every advantage cause once people knew the programs, they loved them indeed, so the challenge was to show them more nicely and effectively that they even could be understood without sound or captions.

Figures 2. Multicloud Logo sketchs and Mockups for initial Invoicing User Interface.
User testing

User testing is a technique used in user-centered interaction design to evaluate a product by testing it on users. This technique can be seen as an irreplaceable usability practice since it gives direct input on how real users use the system. So we decided to use this technique in our app with these tasks:

  1. Brand Recognition (Before/After Logo Design);
  2. Invoicing Interface;
  3. Customer Journey (Simplicity to Follow);
  4. Notifications for New clients (Understanding Rate);
Figure 3. User testing results (before & after UI/UX implementations).


In large companies like Telefónica, visual communication lines have a great tradition. Each small change can mean the difference between the acceptance of a considerable mass of users or their rejection. Designing a logo for Multicloud was a nice challenge with the result was received very satisfactorily.

Regarding the UI / UX improvement, Telefónica Multicloud immediately incorporated the all-new billing interface into the existing accounting program. Under these lines, functional and minimalist designs harmonize with Telefónica's communication line.


The rapid incorporation of the designs in which I participated in a company of such a large dimension is a sign of the dynamism of Telefónica's projects about cloud storage and its clear commitment to outsourcing to Latin America.

Simplicity is the ultimate sophistication. Leonardo Da Vinci, polymath.

Telefónica continues adding more Cloud ServiceS with current providers such as Azure, Amazon and Google in 2020 all over Argentina, Chile, México, and Perú!

Date September 2019
Type UI/UX Design, Prototyping design, Logo design


If you want to turn your ideas into digital projects, please send me a message, and I'll be happy to hear from you.

Email hola@iamperi.com

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